Monday, October 14, 2013

IS YOUR PRODUCT LABEL A CALL TO ACTION?...A story regarding label disclosure

Just picked up a bottle of Dr. Bronner’s Pure-Castile Peppermint Soap and noticed the label appeared different from what I was used to seeing. The label is an editorial to lobby for a YES vote on Bill I-522 in Washington State on Nov 5th. Bill I-522 has to do with labeling for genetically engineered foods. The front of the bottle features a prominent headline for a YES VOTE. The back of the bottle is a full feature editorial on the rights of consumers to “know if our food is genetically engineered” and how a label disclosure victory in Washington State will affect other states’ legislature going forward. The label also provides a history of labeling requirements in regard to health issues. One section even identifies two global companies by name that the Dr. Bronner organization sees as culprits in engineering resistance in food crops. There are also instructions on how to educate, donate and/or volunteer to the cause.

I have never seen a company deliver a political message, much less one so strong in its positioning, on its product label before. Has anyone ever seen a campaign of this type on a consumer package before?

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